MARKETING STRATEGY FOR BALI ISLAMIC BOARDING SCHOOL EDUCATION BINA INSANI IN THE MIDST OF NON-MUSLIM COMMUNITIES
Abstract
Penelitian ini secara khusus bertujuan untuk mengetahui strategi pemasaran Pondok Pesantren Bali Bina Insani dan tantangan beserta hambatan dalam mengembangkan pendidikan Islamnya dan mempertahankan eksistensinya di tengah masyarakat non-muslim. Metode penelitian yang digunakan dalam penelitian ini adalah metode penelitian kualitatif dengan pendekatan studi kasus. Teknik pengumpulan data dilakukan melalui wawancara, observasi, dan dokumentasi yang kemudian diuji menggunakan metode triangulasi dan dianalisis menggunakan teori Miles dan Hubarman berupa reduksi data, penyajian data, penarikan kesimpulan, dan verifikasi data. Hasil penelitian menunjukkan bahwa strategi pemasaran pendidikan (marketing education) yang dilakukan Pesantren Bali Bina Insani dalam mendapatkan santri di lembaganya adalah melalui sebar brosur, spanduk, sosialisasi ke sekolah dan kampung muslim di Bali, serta memanfaatkan iklan di media sosial, namun yang jauh lebih penting adalah menjaga citra baik pesantren sehingga dari mulut ke mulut akan tersyiar keberadaan dan eksistensi pesantren. Dan faktor pendukung diantaranya adanya organisasi wali santri yang semangat turut syiar dan sosialisasi, tantangannya yaitu semakin banyak sekolah Islam di denpasar menyebabkan turunnya kuantitas.
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